Pumas, Planets and Pens: How Cues in the Environment Influence Consumer Choice
In a new research paper titled, “Dogs on the Street, Pumas on Your Feet: How Cues in the Environment Influence Product Evaluation and Choice,” Wharton marketing professor Jonah Berger suggests that what you see in your everyday world can influence what you buy. For example, participants in one study who were shown more images of dogs liked sneakers from the Puma brand more than those … [ Read more ]
Content: Article | Authors: Grainne Fitzsimons, Jonah Berger | Source: Knowledge@Wharton | Subject: Marketing / Sales
Customer Behavior – Be Careful to Segment
Verbal, visual, or cognitive cues can have very opposite effects when used on different groups of potential customers, say researchers Christian Wheeler and Jonah Berger.
Content: Article | Authors: Christian Wheeler, Jonah Berger | Source: Stanford University | Subject: Marketing / Sales